Understanding Markets and Go-To-Market Strategy - A workshop This report is solely for the use of Zinnov client and Zinnov personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from Zinnov Subex - Zinnov

Understanding of the target market and effective go-to-market strategy is essential for a successful product business (1/2) 2 3 4 7 6 5 8 1 Is the idea scalable? Is my team ready? Which technology? Who will fund? Solves customer problems? How to compete? Can I make $100 million? Which Market? Understanding the Target Market

Understanding of the target market and effective go-to-market strategy is essential for a successful product business (2/2) Do we have a winning value proposition? Go-To-Market Strategy Who will buy our product ? How do we sell ? Do I have the right product or solution? What branding initiatives do we need to take? What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost? 1 2 3 4 5

Why do software product businesses fail ? Does it meet the customer requirements Wrong distribution strategy Scalability Not able to articulate the ROI Easy to copy Marketing and Branding High cost Staying abreast with market Timely delivery Technology decisions Quality of the product Open Source (Business model) No clear well thought strategy Lack of focus

Does it meet the customer requirements

Wrong distribution strategy

Scalability

Not able to articulate the ROI

Easy to copy

Marketing and Branding

High cost

Staying abreast with market

Timely delivery

Technology decisions

Quality of the product

Open Source (Business model)

No clear well thought strategy

Lack of focus

We will take you through a 6-step process to help you better understand the process involved in market understanding and in defining GTM 1 strategy Identify/validate market opportunity 1 Framework Monitor competitive landscape Hire great people Note: 1 Go-To-Market Understand customer insights/segmentation 2 Define business model and pricing models 3 Define messaging and branding strategy 4 Identify partnerships 5 Define disciplined sales process 6

What are the parameters we need to consider while assessing the opportunity How big is the market How big is the opportunity (Market size) How is the need currently met Environment What is the entry barrier Buying power of the customer Competitors Who are the customers (SMB, Enterprise) Future Trends (Vertical, Historical Market growth Delivery model Cost of sale Necessity or luxury Macro economic factors Geography IT penetration

How big is the market

How big is the opportunity (Market size)

How is the need currently met

Environment

What is the entry barrier

Buying power of the customer

Competitors

Who are the customers (SMB, Enterprise)

Future Trends (Vertical,

Historical Market growth

Delivery model

Cost of sale

Necessity or luxury

Macro economic factors

Geography

IT penetration

A structured opportunity assessment process and intuition based on deep domain expertise will help identify the market opportunities 1 VC Investment Trends IPO Trends M&A Trends CIO Investment Trends Market Dynamics Distribution Complexity High Level of Localization Pricing Pressure Entry Barriers Cost of Sale Physical Infrastructure Ease of Availability Awareness Software Adoption Total Cost of Ownership Market Potential Current market size 15% Addressable Market Size 45% Profitability 40% Go Global Start Local, Go Global Strategy Start Local, Go Emerging Consumer SMB 15 per cent Customer Segments Enterprise Illustrative Revenue Model Innovations Business Model Innovations 25 per cent Market Disruptions Technology Innovations

Considering we have good understanding of the market and opportunities what should we do next ? Build a good team Functional business model Execute on business model Build competency Best reference Financing Prototype Constant learning (Fuzzy) Convince the team

Build a good team

Functional business model

Execute on business model

Build competency

Best reference

Financing

Prototype

Constant learning (Fuzzy)

Convince the team

Evaluate your team’s capability and expertise to solve a customer problem in interesting opportunity areas 1 Current Capabilities Future Capabilities Domain expertise/ Skill set capabilities Ability to attract talent Founding team composition Sales and marketing capability Mentors Existing industry contacts Team Capability 1 2 3 6 5 4 Illustrative

What is the next logical step ?

Plot the ideas based on market opportunity and your ability to execute to select the right opportunity 1 Opportunity Area 5 Opportunity Area 4 Domain expertise/ Skill set capabilities Mentors Founding team composition Ability to attract talent Sales and marketing capability Opportunity Area 3 Opportunity Area 2 Existing industry contacts Opportunity Opportunity Area 1 Low High Ability Illustrative

How do we identify the niche/sweet spot ? How do we identify the unmet need of the customer ? Product management Meeting with customers Listening to customers Structured meetings Participating in industry forums (Subex E.g. Fraud Forum) Consulting partners Focussed group discussion

Product management

Meeting with customers

Listening to customers

Structured meetings

Participating in industry forums (Subex E.g. Fraud Forum)

Consulting partners

Focussed group discussion

It is critical to understand the key customer pain points to build solutions that can effectively solve the customer issues In-depth qualitative interviews Focused Group Discussions Ethnography Validation of hypothesis and identification of potential customers To understand the pain points and views of customers Understand the unsolved problem Gaps in existing solutions Customer observations What extra a customer is looking for from their existing solutions Feature usage Ease of using the automation solution Understanding Customer Pain Points 2

Validation of hypothesis and identification of potential customers

To understand the pain points and views of customers

Understand the unsolved problem

Gaps in existing solutions

Customer observations

What extra a customer is looking for from their existing solutions

Feature usage

Ease of using the automation solution

Customer value chain Source: Zinnov Analysis 2 Solution Delivery Current Software Product Offerings Current Practice Criticality Customer Concerns Low High Criticality

Understanding Markets ERP Product SMB Local Competitors

ERP Product

SMB Local

Competitors

Coffee Break

Coffee Break

Go To Market Strategy GTM Marketing Strategy Channel Strategy Partnerships Sales Strategy

Product messaging should be structured so that individual customer segments are able to identify with the product Messaging Quick 90 - 120 second pitch of about the company and product Pitch should answer What Product Typical customers Revenue model Board/Advisory team Competition and competitive advantage Elevator Pitch A B C Ability to narrate a seamless story, clearly articulating the need, product offerings, USP and value proposition Market insights and facts Need for the customer to solve the problem Benefits of solving the problem How the product solves the problem Demo/Prototype/screen shots of the product Pitch Without Presentation Structured Pitch With Presentation 4

Quick 90 - 120 second pitch of about the company and product

Pitch should answer

What Product

Typical customers

Revenue model

Board/Advisory team

Competition and competitive advantage

Ability to narrate a seamless story, clearly articulating the need, product offerings, USP and value proposition

Market insights and facts

Need for the customer to solve the problem

Benefits of solving the problem

How the product solves the problem

Demo/Prototype/screen shots of the product

We are now clear about what message needs to be communicated to target customers ? What next ?

Branding to the targeted customer with limited budget is one of the biggest constraints faced by the start up companies Customer Profiling Identify Models to Reach Customer Map the Channels to the Customer Segment PR Strategy Branding Strategy 4

Customer Profile Vs. Target Modes Conferences Cold Calls Email Marketing Online Business Heads CIO

What kind of partnerships will help us brand and sell our product ?

Key partnerships will help reduce the sales and marketing cost and increase the reach to the target customer base across the globe Go To Market Create initial ‘hype’ leading to visibility and branding of product and management team in the market place Channel Partners have deep understanding of sales processes which can be leveraged to gain customer access Partners have in-depth knowledge, domain expertise and best practices which will help overcome implementation challenges Increase competitiveness of the product in global markets Assess market opportunity and formulate pricing strategies Analyze competitive landscape and help devise market entry strategies Public Relation Networks 1 Channel Partnerships 2 Implementation Partnerships 3 Provide access to latest technology platforms and decisions Provides access to channel and customer base 4 Platform Partnerships 5 Business Consulting Firms 5

Go To Market

Create initial ‘hype’ leading to visibility and branding of product and management team in the market place

Channel Partners have deep understanding of sales processes which can be leveraged to gain customer access

Partners have in-depth knowledge, domain expertise and best practices which will help overcome implementation challenges

Increase competitiveness of the product in global markets

Assess market opportunity and formulate pricing strategies

Analyze competitive landscape and help devise market entry strategies

Provide access to latest technology platforms and decisions

Provides access to channel and customer base

Relationships with IT services providers can help in expanding the global reach of Indian products Note: E = Estimated Source: Zinnov Analysis Potential System Integration Market Generated by Indian Software Product Businesses USD billion Opportunity for Partnership Provide access to global markets and customers In-depth knowledge, domain expertise and best practices which will help overcome implementation challenges Increase competitiveness of the product in global markets IT services providers can enter emerging markets with low cost solutions Service providers can also expand their portfolio of products/service offering Provide support and other value added services to existing client base India Product Businesses Large IT services companies i-flex, Nucleus Software and Polaris partnering with IBM for implementation of their core banking solutions Facilitating Ecosystem Support 4

Provide access to global markets and customers

In-depth knowledge, domain expertise and best practices which will help overcome implementation challenges

Increase competitiveness of the product in global markets

IT services providers can enter emerging markets with low cost solutions

Service providers can also expand their portfolio of products/service offering

Provide support and other value added services to existing client base

Large companies have created investment funds and programs to actively nurture new product ideas Market Development Funds Google Cisco Intel Motorola Technology start-ups in the areas of Internet and mobile services Semiconductor, wireless & broadband technologies, security, IP telephony, storage and optical networking Intel Capital is a fund created to boost Technology Innovation In India. Wireless connectivity, digital media content and consumer Internet. Technology start-ups in the areas of mobile services, wireless and broadband, gaming and internet. Source: Sun startup essentials (India) - http://in.sun.com/emrkt/startupessentials/index.jsp ; Zinnov Analysis Program Description Sun Microsystems The Sun Startup Essentials (SSE) program is designed specifically to help startups get off the ground rapidly and at lower cost Recently SSE conducted program to help entrepreneurs collaborate and learn. The program was conducted in association with TiE Microsoft Microsoft Startup Accelerator Program selects start-ups through its Innovation Center. Aim of the program is to mentor and help entrepreneurs across the product business value chain Microsoft also helps entrepreneurs to gain access to their distribution channel Case Example, Non-Exhaustive

The Sun Startup Essentials (SSE) program is designed specifically to help startups get off the ground rapidly and at lower cost

Recently SSE conducted program to help entrepreneurs collaborate and learn. The program was conducted in association with TiE

Microsoft Startup Accelerator Program selects start-ups through its Innovation Center.

Aim of the program is to mentor and help entrepreneurs across the product business value chain

Microsoft also helps entrepreneurs to gain access to their distribution channel

How do we structure internal sales process ?

Sales process 1 Target identification 2 Lead Generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Product Deployment 6

Target

identification

Lead

Generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Target owners (Internal champions) should be clearly defined so each one is aware of the responsibilities Europe Owner Support Support Owner US West Coast Support Owner US East coast Support Owner Domestic Market Product Deployment Contract negotiation Engage Proposal Prospecting Lead generation Target identification Roles

Target identification is a key process as better screening at this stage will reduce the effort of the entire sales process 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Product Deployment Mgmt 1 Emp 2 Emp 1 Mgmt 2 Hoovers Salesforce Ownership Key metrics Description The target companies should be identified by each of the target owners. In this case Emp 1 will help in creating the list and updating it in Salesforce.com for Mgmt 1 and Mgmt 2 Hoovers, Google etc. could be used to get the company lists. Salesforce.com should be updated with all relevant information such as Company name, revenue, relevant contacts, their email ids, description, industry type, location etc High level research should be conducted regularly to find out about the broad problem areas of these companies Time taken between target identification to information capture in Sales force # of companies whose research information is uploaded into Sales force Update in Sales force Search in Hoovers Target identification Steps

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

The target companies should be identified by each of the target owners. In this case Emp 1 will help in creating the list and updating it in Salesforce.com for Mgmt 1 and Mgmt 2

Hoovers, Google etc. could be used to get the company lists.

Salesforce.com should be updated with all relevant information such as Company name, revenue, relevant contacts, their email ids, description, industry type, location etc

High level research should be conducted regularly to find out about the broad problem areas of these companies

Time taken between target identification to information capture in Sales force

# of companies whose research information is uploaded into Sales force

Lead generation will require a lot of professionalism, attention to detail and understanding customer need Ownership Key metrics Description The target companies needs to be researched A package containing the cold email, letter, study material that needs to be sent to the company should be created The package will be then printed and delivered to the target companies Email and Phone follow up will continue until we get a Yes or a No from the prospecting companies. The follow up for key accounts should be done frequently Time taken to create a package Number of package delivered per week Time taken per package delivery 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Research the companies Create the marketing collaterals Deliver the package Follow up Product Deployment Follow up Deliver the package Create the package Research companies Steps

The target companies needs to be researched

A package containing the cold email, letter, study material that needs to be sent to the company should be created

The package will be then printed and delivered to the target companies

Email and Phone follow up will continue until we get a Yes or a No from the prospecting companies. The follow up for key accounts should be done frequently

Time taken to create a package

Number of package delivered per week

Time taken per package delivery

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Lead generation will require a lot of professionalism, attention to detail and understanding customer need Ownership Key metrics Description The face to face meeting should be setup once the client shows interest in the product. Ensure that the F2F meeting is attended by the prospect stakeholders who key decision makers to buy the product. If possible, the prospect pain points should be identified via a short phone call with the prospect A confident and forceful sales pitch should be carefully planned and well rehearsed. Sell to the prospect with confidence. Assume that the prospect will buy the product Ensure that the meeting always ends with a discussion on relevant proposal and agree to send a proposal to the prospect Time taken to develop the presentation Time taken to prepare for each presentation # of follow ups 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Setup F2F meeting Develop presentation Sell to prospect Follow up Product Deployment Follow up Sell to prospect Develop Presentation Setup F2F Steps

The face to face meeting should be setup once the client shows interest in the product.

Ensure that the F2F meeting is attended by the prospect stakeholders who key decision makers to buy the product.

If possible, the prospect pain points should be identified via a short phone call with the prospect

A confident and forceful sales pitch should be carefully planned and well rehearsed. Sell to the prospect with confidence. Assume that the prospect will buy the product

Ensure that the meeting always ends with a discussion on relevant proposal and agree to send a proposal to the prospect

Time taken to develop the presentation

Time taken to prepare for each presentation

# of follow ups

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Proposal… Ownership Key metrics Description The member who was responsible for prospecting will explain the proposal requirement with the team The proposal should clearly address the following: Customer’s pain points and the impact to the business Value proposition of the product Always try and present the proposal to the customer instead of emailing them. 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Internal brainstorming Proposal development Pricing Delivery Product Deployment Proposal Delivery Pricing and timeline Develop Proposal Internal brainstorming Steps

The member who was responsible for prospecting will explain the proposal requirement with the team

The proposal should clearly address the following:

Customer’s pain points and the impact to the business

Value proposition of the product

Always try and present the proposal to the customer instead of emailing them.

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Engage… Ownership Key metrics Description Engage with the customer by inviting them to dinner or other relevant events Send the customer any relevant industry information in the form of articles, whitepapers or any customer study Follow up with the prospect over phone calls Set up reference meetings to talk to existing customers who would talk highly about the product Number of touch points within the potential customer organization 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Social meetings New Information Phone calls Reference calls Product Deployment

Engage with the customer by inviting them to dinner or other relevant events

Send the customer any relevant industry information in the form of articles, whitepapers or any customer study

Follow up with the prospect over phone calls

Set up reference meetings to talk to existing customers who would talk highly about the product

Number of touch points within the potential customer organization

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Contract negotiation… Ownership Key metrics Description The contract should be a detailed contract and address a number of clauses Pricing explanation Flexibility of pricing should be decided and provided as discount/steep discounts are not advisable Have the contract validated by a Legal personnel 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Product Deployment

The contract should be a detailed contract and address a number of clauses

Pricing explanation

Flexibility of pricing should be decided and provided as discount/steep discounts are not advisable

Have the contract validated by a Legal personnel

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Product Deployment… Ownership Key metrics Description The project will be transition by the sales team to the delivery team. Continuously engage customer to understand new product requirements and develop relationship Ensure that you are able to engage multiple stakeholders with in the client organization during and after the project Engage Continuously ask for references from the customers # of “Engage” meeting with customers. 1 Target identification 2 Lead generation 3 Prospecting 4 Proposal 5 Engage 6 Contract negotiation 7 Travel to customer site Product Deployment Engage customer Product Deployment

The project will be transition by the sales team to the delivery team.

Continuously engage customer to understand new product requirements and develop relationship

Ensure that you are able to engage multiple stakeholders with in the client organization during and after the project Engage

Continuously ask for references from the customers

# of “Engage” meeting with customers.

Target

identification

Lead

generation

Prospecting

Proposal

Engage

Contract

negotiation

Product Deployment

Thank You ! Zinnov Contact www.zinnov.com [email_address] 21, Waterway Ave, Suite 300 The Woodlands TX – 77380 Phone: +1-281-362-2773 575 N. Pastoria Ave Suite J Sunnyvale CA – 94085 Phone: +1-408-716-8432 69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout, 5th Block, Koramangala Bangalore – 560095 Phone: +91-80-41127925/6

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